Successful deployment of systems of engagement: Making it work with the team that will make it work

Successful Deployment of Systems of Engagement Gilbane Conference

Robert Rose (@Robert_Rose) & Scott Liewehr (@sliewehr) November 27, 2012

About us

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“The five-year technology plan is as archaic in today’s context as a flintlock rifle on a modern battlefield. Tactics are the new strategy, and ‘business as usual’ is a terminal disease.” -Tim Walters

“Success will require a long-term commitment, a full company transformation, and the willingness to embrace the disruption rather than avoid it.” -Cathy McKnight

“The combination of the social web, open standards, the cloud, and ubiquitous mobility represent a field of dreams for empowered audiences to both collaborate and self-satisfy.” -Scott Liewehr

“Technology should only be scaled where it helps to drive agility and flexibility to react more quickly. Adaptability will be the new competitive advantage in marketing.” -Robert Rose

@Robert_Rose | @sliewehr | @just_clarity

Say “Hi” if you see these folks…

3 @Robert_Rose | @sliewehr | @just_clarity

Systems of Engagement §  Recently, Geoffrey Moore suggested a different way of

looking at the creation, optimization, and delivery of content with his notion of Systems of Engagement (SoE).


Systems of Record

Systems of Engagement


The Advantages of SoE

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Focus on content

Web

Software categories

Incidental to business

From

Focus on consumer of content

Touch points of content consumption

Comprehensive system

Central to business / THE point of business

To


SoE = Can’t go it alone


Now let’s talk about what you came for…

@Robert_Rose | @sliewehr | @just_clarity 8



The reality of WCM in marketing


§  Less than half of customers trust paid advertising

§  92% trust earned media.

§  But… more than 60% trust owned media.

§  Systems of Engagement that create content-driven experiences are powering this transition.

The reality of WCM in marketing


Engagement is an imperative


Engagement is imperative §  60% of consumers that engaged

with a brand through social channels are “significantly” more likely to recommend or purchase.

§  “Fully Engaged” consumers represent an average of 23% premium in terms of ‘share of wallet, profitability, revenue and relationship growth”

§  “Actively disengaged” consumers represent a 13% discount in this same measure


Business as usual – isn’t

§  The old maxim “adapt or die” is still true. But usually marketers knew what we were adapting into.

§  In today’s marketplace the question for the visionary CMO isn’t “What must we evolve into?” Rather, it’s how can we build an agile marketing organization that can rapidly adapt to . . . the unknown and unpredictable?




So, what’s the challenge?

Human Capital Index – Corporate Culture Performance Kotter & Keskette


Sources of innovation

Systematic Process Swept Into It

Serendipitous

Replicated From Previous Job!


Producing Engaging Content

2012 Content Marketing challenges

Producing Content Mgmt Buy-In

Budget


It’s time for marketing to step up §  We must create and

communicate new processes – anchored around an ability to change.

§  Doesn’t matter whether it’s a new WCMS, or WEM/CXM or SOE

§  Deployment / implementation is the critical factor.


So – what’s really going on?








How we buy content technology §  We identify all the

shortcomings of our system (real and perceived)

§  We make a wish list to fit the design of our new presentation NOT our new process.

§  We get demos from vendors who show us all the new stuff to differentiate themselves.

Our Wish List

Vendor New Stuff

All The Stuff Our CMS

Doesn’t Do.


How we implement the same

Our Wish List

Vendor New Stuff

All The Stuff Our CMS

Doesn’t Do.

The stuff we don’t understand.

We’ll wait for phase 2 on this

The reason we purchased the technology.


Conclusion: §  All WCM’s fail

§  All WEM’s / SOE’s will fail too.

§  Good implementation – that enables CHANGE – is what’s key.

§  How do we, as marketers, test to good implementation.



[Baton passes…]


“Skate to where the puck is going to be, not where it has been.”

- Wayne Gretsky

So you want to go shopping...

When one goes clothes shopping, they are looking for more than protecUon from the cold and a way to cover their body.

They shop to fulfill an image. They are looking to blend in, to sUck out,

or maybe to dress a certain way for an

event.


Whether buying a WCMS or hiring an agency to implement it, it’s not just about checking the boxes...

It’s about finding a

partner that aligns with your

strategy and will help create the experience you want for

your audience.

What experience are you creating?


It’s not getting any easier

§  Channels explosion

§  Ubiquity of the Web

§  Global audience

§  Social Web

§  Content proliferation

§  Consumer Expectations

§  Speed-to-market pressure


Important elements to consider

§  Enabling technology

§  Aligned philosophy

§  Inspiring trajectory

§  Partnership mentality


Enabling technology

§  Give me control

§  Make it easier (not harder)

§  Help me do it faster

§  Tell me what I don’t know

§  Help me improve over time


Hone in on focal needs, not just funcUonal requirements.

Aligned philosophy

§  Customer service?

§  Personalization?

§  Channelization?

§  Social?

§  Globalization?

§  Brand advocacy?


Do the agency and technology support your strategic orientaUon?

Inspiring trajectory

§  Innovative and strategic

§  Agile, responsive to market

§  Transparent roadmap

§  Stable and supportive

Are they skaUng where the puck is going? Are you?


Partnership mentality

§  Understands your needs

§  Sets clear expectations

§  “Gets” customer service

§  Plays nicely with others

§  Has a strong community

§  Fits YOU

These are criUcal for both technologies and agencies to saUsfy


Elements of the approach


§  Focus on what matters most – Hint: it’s not the technology

§  Identify the elements of your strategy §  Align internally before looking externally

§  Determine your focal needs §  Find the agency and technology that fit §  Be a good partner to get a good partner §  Skate where the puck is going…


[Baton passes…]

The Web Engagement Stack


Building the process






Building the process §  FIRST: Successful communication

with customers means our engagement process is BUYER FOCUSED.

§  SECOND: Successful deployment of tools means we are clearly communicating our needs to our implementation team.




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[Baton passes…]

Okay, okay…time for a break

Action Storming 4 Groups – Each has an SoE Challenge

1.  Startup Company that just got a lot of money to develop 2.  Fortune 50 Enterprise, siloed organization. This team is in charge of completely re-

designing the web content platforms 3.  Mid-sized company; budget cuts – you’ve got to do more with less… 4.  Large publishing company completely disintermediated…

COMPANY Task – Come up with the 5-10 high level actions that will ensure that if you give this to the Implementors – that they wjll implement the right thing. IMPLEMENTORS Hand off to the next group – Now you are the implementors – regardless of what they have provided you, what will you implement? USERS AND MAINTAINERS Can you use this thing? What questions do you have? What’s missing………?

Exercise


Case study


A teensy pitch…


Why Digital Clarity Group?

§  Digital disruption abound

§  Transformation necessity

§  Consumer / employee empowerment

§  Unprecedented opportunity

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Because business-as-usual isn’t.


Research themes and practice areas


Innovative Change

Adaptive Technology

Social Enterprise

Consumer Engagement

How we help

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Web Content Management Social Media

Content Marketing Platforms Marketing Automation

Email and Campaign Management Collaboration Systems

Digital Asset Management Portals

Web and Behavioral Analytics Enterprise Content Management

Technologies we cover

Technology and process assessments Strategy and roadmap development Requirements / needs assessments Technology selection and acquisition Agency assessment and selection Governance advisory Workshops and speaking engagements Content Marketing strategy Executive and user education Analyst access advisories and retainers

Services we offer


Values and differentiators §  We are guided by a promise of clarity

§  We believe pragmatism is essential

§  Impartiality is not our goal

§  We are guided by a clear world view

§  We incorporate collaboration, partnership and mutual learning in everything we do


Sco] Liewehr – President h]p://linkedin.com/in/sliewehr [email protected] @sliewehr | @just_clarity

Robert Rose – Sr. Analyst h]p://linkedin.com/in/robrose [email protected] @Robert_Rose | @just_clarity

Thank you
